Weber Shandwick Weber Shandwick
  • Work
  • About Us
    • Who We Are
    • Expertise
  • #WorkAtWeber
    • Join Our Team
    • Our Values
    • Employee Stories
  • News & Insights
  • Contact
  • Privacy Policy

Engaging the top 0.003%

Australia’s most prestigious address requires a curated approach

The Challenge

Crown Resorts engaged Weber Shandwick to drive sales for the most exclusive residential address in Australia and first fully-integrated hotel branded residences, Crown Residences at One Barangaroo. Developed by Crown Resorts on Sydney Harbour, the 82 apartments start at AU$9.5million and on completion in early 2021 will provide an unmatched level of serviced living in Australia.

THE SOLUTION

Our objective? Almost impossible. To reach and sell to one of the most finite, elusive and specific audiences in the world, ultra-high-net-worth individuals (UHNWIs) who have a net worth of over USD $30 million (excluding their primary residence) and hold 13% of the world’s total wealth; the top 0.003%.

Method

Weber Shandwick embarked on a highly targeted local and international integrated media relations and social media campaign to drive qualified leads for the apartments (leads confirmed to have budget via phone call), to convert to viewings and ultimately sales of the apartments. This was underpinned by ongoing comprehensive, data-driven, qualitative and quantitative research into this audience, including continuous AB audience testing and ‘course correction’ as research informed our approach.

Impact

Weber Shandwick worked closely with Crown Resorts to develop a measurement system which enabled the business to identify the qualified leads which have been generated by a local and international PR and social media program, as well as rates of conversion.

The program has made significant strides, with a number of apartment sales attributed to the work completed by Weber Shandwick.

More Case Studies

Back to Human Nature

Visit Sweden: "72 Hour Cabin"

Some cuts scar, others do so much more

Action Aid UK: "Brutal Cut"

Weber Shandwick
  • Work
  • About Us
  • #WorkAtWeber
  • News & Insights
  • Contact
Stay on top of the latest trends impacting the Asia Pacific communications industry with our monthly Trends in Two Minutes newsletter.
  • Privacy Policy
Copyright © 2021 Weber Shandwick, inc. All Rights Reserved.

Privacy & Cookie Policy

This website uses cookies, including third-party cookies, which allow Weber Shandwick to obtain information about your visit to the website. Please click here to learn more about the cookies used on this website and how to change current settings if you do not agree. By continuing to use this website, you consent to the use of cookies.

Privacy & Cookie Policy

Our website uses cookies for various purposes, including to enhance the site’s functionality, and help us understand how you use and interact with the website. To learn more about the cookies used and your choices, please see the Privacy Notice. Please indicate below whether you agree to the use of cookies for the purposes described above:

Yes No